Heineken, Unilever and LePub Milan are, respectively, the most creative brand, advertiser and agency of 2025 globally, according to Warc’s Creative 100 ranking. The consulting firm has shared the report it prepares annually, collecting the most awarded campaigns and companies in festivals and competitions internationally throughout the previous year.

The classification is created by combining the results of the industry’s most important regional and global creative awards ceremonies, in this case held throughout 2025. As is usual, campaigns from previous years may appear on the list. This edition includes some that, although they were launched in 2024, have won awards throughout the period analyzed. The competitions considered are established through a global industry survey and consultation with the Warc Classifications Advisory Board.

Additionally, the company has identified three common highlights across the creative jobs and companies that make up the list. Thus, it points to creative innovation in various types of media, to creativity as a lever of influence to drive change in the world; and to the growing exploration of creativity in B2B marketing.

The 10 most awarded creative campaigns in the world

According to Warc, the most creative campaign of 2025 was “Three words” by Publicis Conseil Paris for AXA. Only by including three words, “and domestic violence”, in its insurance policies in France, the company has established that victims of violence and abuse have access to immediate relocation as part of their coverage.

“I think the reason this idea had such an impact is the contrast between its simplicity and its exponential impact.” commented Marco Venturelli, CEO/Chief Creative Officer Publicis Conseil, in a statement. “It serves as a reminder of the power of creativity. It shows that even the most common product, like home insurance that hasn’t evolved in centuries, can be reinvented to make a difference“.

• “Three words”, by Publicis Conseil Paris for AXA

• “Spreadbeats”, by FCB New York for Spotify

• “Lap of Legends”, by FCB New York and 160over90 for Michelob Ultra

• “Vaseline verified”, by Ogilvy Singapore for Vaseline

• “Price packs”, by Serviceplan Munich for Penny

• “Make New Zealand the best place in the world to have herpes”, by Motion Sickness Auckland for the New Zealand Herpes Foundation

• “The Everyday Tactician”, by McCann London for Xbox

• “Adoptable”, by Colenso BBDO Auckland for Pedigree

• “SATO 2531”, by Denstu Digital Tokyo for Asuniwa

• “Meet Marina Prieto”, by David Madrid for JCDecaux

The agencies most awarded for their creativity

LePub Milan tops the ranking for the first time thanks to two campaigns for Heineken ranked among the top 100 and other campaigns that contribute points to its ranking. It takes first place after rising from the second position held last year. “At the intersection of creativity, strategy, technology and knowledge, we create work that impacts people’s lives, builds brands and generates measurable impact”commented Bruno Bertelli, CEO and Creative Director of LePub Worldwide.

For its part, the independent agency Serviceplan Munich rises to second place from seventh last year, and also leads the list of most awarded independent agencies. Publicis Conseil Paris is in third place.

These are the most awarded agencies in the world in creativity:

• LePub Milan
• Serviceplan Munich
• Publicis Conseil Paris
• Area 23 New York
• Rethink Toronto
• VML New York
• Ogilvy New York
• FCB New York
• Africa Sao Paulo
• David Madrid

The 10 agency networks most awarded for their creativity

Ogilvy is once again the most awarded network for the sixth consecutive year. It has fifteen campaigns in the top 100, and seven offices around the world contribute to its ranking: New York, Singapore, Mumbai; Ogilvy Health New York; David Madrid, New York; and Circus Gray Lima.
DDB Worldwide is in second place for its work in 2025, followed by VML in third place. For its part, Serviceplan tops the ranking of independent networks for the second consecutive year.

These are the most awarded agency networks in the world in creativity:

• Ogilvy
• DDB Worldwide
• VML
• Leo
• BBDO Worldwide
• McCann Worldgroup
• Havas Creative Group
• FCB
• LePub
• TBWA Worldwide

The holding companies most awarded for their creativity

WPP maintains the top position in the holding ranking for the fourth consecutive year, with three networks in the top 50: Ogilvy, VML and AKQA in 28th place.
For their part, Omnicom Group and Interpublic Group have once again occupied second and third place, respectively, thanks to the performance of their companies before the merger.

These are the holding companies most awarded in creativity globally:

• WPP
• Omnicom Group
• Interpublic Group
• Publicis Groupe
• Havas Group
• Dentsu
• Accenture
• Hakuhodo DY Group
• Stagwell

The 10 brands most awarded for their creativity

In this edition of the report, Heineken has achieved the position of most creative brand for the first time, having been among the top ten brands for the last four years and coming second last year. It has two campaigns in the top 100 and another 19 campaigns in the full Creative 100 database, from 12 different countries, demonstrating its global reach.
For its part, Apple falls to second place and McDonald’s rises to third place; while Vaseline joins the top 10 for the first time.

These are the most awarded brands:

• Heineken
• Apple
• McDonald’s
• Coca-cola
• Ikea
• Mastercard
• Burger King
• KFC
• Vaseline
• dove

The advertisers most awarded for their creativity

For the first time, Unilever reaches the top spot on the Creative 100 list. It does so thanks to 15 different brands in the full report database, Vaseline and Dove among them. “Creativity is one of our greatest competitive advantages, and when it is enhanced through rigor, discipline and the intelligent use of technology, it becomes an engine of real business growth.“; expressed Leandro Barreto, Marketing Director of Unilever and Beauty and Wellness.
AB InBev drops to second place and Heineken takes third.

These are the advertisers most awarded for their creativity:

• Unilever
• Anheuser-Busch InBev
• Heineken
• The Coca-Cola Company
• Mondelez International
• Apple
• Mars
• McDonald’s
• Yum! Brands
• Ikea

The countries most awarded for their creativity

The United States once again leads the list, extending a reign that has lasted since 2006. And 30 of the 100 best campaigns come from this market. The podium is completed by the United Kingdom and Brazil.

• USA
• United Kingdom
• Brazil
• France
• India
• Australia
• Spain
• Canada
• Mexico
• Germany